Promotion School: who is a publisher in mobile advertising?
What does an advertising publisher do, how to work with him and what they are, — he tells Tatiana Seregina, Publisher Manager FeedWise at Mobio.
Tatiana Seregina, Publisher Manager FeedWise at Mobio
A publisher in mobile advertising is an agency partner that provides traffic to offers, and on which the success of the campaign promotion depends.
The role of a partner can be either a self-employed arbitrageur, or a third-party agency that supplies traffic to its media buying or its own partners. The quality of traffic does not depend on who the partner is, one way or another he will have certain traffic sources. Therefore, it is impossible to say clearly with whom it will be better or more profitable to work in a given situation. Both in the first and in the second case, one thing must be remembered: the same people work on the other side of the monitor, to whom there should be their own approach, you need to know their strengths and weaknesses and not be a robot monotonously repeating the same thing over and over again in your messages.
How do you work with publishers to prove yourself and demonstrate your willingness to cooperate? The simplest and most basic rule will be communication on equal terms. You do not need to put people above or below yourself, you should be friends with publishers, not forgetting, however, about professionalism. You should not bother your partner at a later time on work issues (and for this you need to remember about the time zone difference if you work with a foreign publisher), be rude or conduct a dialogue as with a child. Similarly, you should not allow such an attitude towards yourself and your company on the part of the publisher.
As for reports and working with rejects — everything should be in moderation here. If the publisher provides deliberately fraudulent (fraudulent) traffic, if it does not pass through the Hard-KPI of the offer, then the rejects must be transmitted, but not dryly, putting before the fact, but with a description of the problem, the reasons, justification, providing reports. If the publisher refuses to do this, you should disconnect him from the offer, and sometimes refuse to work with him as a whole (with repeated violations), since fraudulent traffic harms the reputation of the agency in front of the advertiser, first of all.
If the advertiser is absolutely unreasonably trying to reject traffic, then you should go to the last and defend the work of the partner for whom you are responsible, having previously informed the publisher about the current situation, your intentions and the intentions of the advertiser, since not everyone will like the long delay in confirming the amounts without any explanation of the reasons.
In addition to the basic things common to all types of partners, there are also characteristic features of arbitrators and agencies.
Arbitrazhnik:
A) It may bother you at the wrong time, even being in the same country with you. The schedule of a self-employed arbitrageur may be strikingly different from the one accepted in your company or familiar to you personally. It is not necessary to follow his lead, as this is the right way to overtime and work on weekends, so it is necessary to stop this at the very beginning of work.
B) Worries about any sudden stop of the campaign. The arbitrageur spends his own funds to attract traffic, so if you did not inform about the upcoming stop of the offer, he will lose his money for wasted traffic. This can lead to a sharp drop in your reputation in the eyes of your partner.
C) Can provide detailed information on each creative and approach used. Of course, the arbitrageur will not disclose his secrets, but at the request of the advertiser, he will be able to inform in the shortest possible time — when, how much and for what creative traffic he attracted. This can be very useful when working with a demanding advertiser (especially a direct one).
Agency:
A) The decision is not made by one person. The agency usually has a certain chain of responsibility, according to which important decisions are made, which must be taken into account when solving any issue. An attempt to get personal or push — will not lead to anything good, with all the desire one person will not be able to solve all the issues.
B) The work is carried out in accordance with the contract. The contract (IO) between your company and the agency is a document to which you can appeal in a controversial situation. For example, the contract specifies by what date it is necessary to coordinate payments. In case of violations of the terms of the contract, the agency may, for example, refuse to accept a traffic rebate (even a reasonable one) — and it will be de jure right.
C) There are often many traffic sources in the agency. Of course, their quality control lies with the agency itself, but it is extremely important for you to provide timely and detailed reports on all sources (sub-sources). This will facilitate optimization and improve the quality of traffic, so always pass the source ID of the agency to the advertiser to evaluate the KPIs.
In addition to the mentioned categories, there is another one — API-publishers. These are partners who take available offers from the system not manually, but automatically using the tracker API. With such a scheme of work, publishers receive from the agency not one to ten offers, but several hundred or more, i.e. the work becomes more complicated, especially in terms of optimization and quality tracking on each individual offer. In most cases, agencies with a large number of traffic sources use the API.
API publisher:
A) Communication is no less important than with other types of publishers. It is a mistake to believe that automation eliminates the need for communication and the establishment of mutually beneficial relationships. Contact with a partner will help him to concentrate traffic from his best sources on your offers.
B) It is necessary to monitor the technical side. Automation assumes stable operation of the system for collecting offers from the publisher, as well as a selection of API offers from you as an agency. Automatic verification of the activity of offers, timely warning of failures or updates in the system, discussion of current technical difficulties — all this will allow the publisher to set up stable work with your set of offers in automatic mode, therefore, it will bring you more traffic.
C) Help in manual mode. Many publishers are helped by the daily top offers — a list of the most suitable GEO, CR, OS, etc. offers that you have created. This is especially true for those API publishers whose technologies do not yet know how to select suitable offers automatically. Highlighting and prioritizing offers from your side will allow them to work more productively.
In addition to the above features of working with each of the types of publishers, there are a huge number of things that need to be taken into account. It is impossible to list them in advance or train a person to be an excellent manager of publishers — it comes with individual experience. Perhaps the most important quality needed when working with publishers is the ability to learn a variety of things and be open to new information. A successful manager can perform a variety of functions that ultimately serve one purpose — to strengthen relationships with publishers and develop interaction with them.
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